Marketing Automation with Marketo

My Role as a Marketing Automation Manager:

• Marketo Platform Management

  • Design, build, and manage email, nurture, and event programs that align with business goals.

  • Maintain system governance, folder structures, naming conventions, and program templates.

• System Integrations

  • Integrate Marketo with event management tools (e.g., Stova) and other MarTech platforms (CRM, webinar, and analytics systems).

  • Ensure smooth data syncs with Salesforce and troubleshoot sync errors.

• Operational Programs & Data Hygiene

  • Develop operational smart campaigns to manage subscriptions, preferences, and compliance (GDPR, CAN-SPAM).

  • Use Python scripts and Marketo APIs to automate data cleanup, deduplication, and enrichment workflows.

• Campaign Execution & Optimization

  • Plan and launch marketing campaigns, from email blasts to complex multi-stream nurtures.

  • Run A/B testing for subject lines, content, and send times to optimize engagement.

  • Monitor performance and provide insights on key metrics (deliverability, open/click rates, conversions).

• Quality Assurance & Proofing

  • Proof all emails, landing pages, and event assets for accuracy, compliance, and brand consistency.

  • Conduct pre-send testing for personalization, links, dynamic content, and rendering across devices.

• Analytics & Reporting

  • Build dashboards to track campaign ROI and lead funnel progression.

  • Provide reporting for stakeholders on email engagement, event performance, and pipeline impact.

• Collaboration & Enablement

  • Partner with demand generation, sales, and creative teams to ensure campaigns align with strategy.

  • Train and support internal stakeholders on Marketo best practices and processes.

• Continuous Improvement

  • Stay current on new Marketo features, plug-ins, and integrations to drive innovation.

  • Identify opportunities for workflow automation and improved lead management.